Rising Chicago XR startup Omnia is paving the way for virtual showrooms. “Paving” is the operative word as it recently held a private event at Tesla to showcase the brand’s latest models. This aligns with our longstanding assertion that AR is a sleeping giant in car sales.

In partnership with Microsoft and the City of Chicago, the event featured product visualizations using Apple Vision Pros. This line-of-sight orientation – on an elite device no less – unlocks the utility and potential of AR try-ons beyond their primary use in mobile AR.

This could be seen during the event as attendees could virtually walk around and even go inside new Tesla models – everything from Model S to Cybertruck (see video below). The venue was fitting but the implication is that you can engage with these visualizations anywhere.

“This project clearly demonstrates how spatial computing and immersive shopping can create value for brands like Tesla,” Omnia founder & CEO Aldo Petruzzelli told AR Insider. “It can also captivate end-users as seen from their reactions at our event and elsewhere.”

https://youtu.be/ZgEZF_CUf2s?si=bNkTi6AFw_l96Co6

Driving Factor

Stepping back, what is Omnia and how does it support the Tesla visualization experience? The company operates an XR content hub – a resource for developers to host and deploy immersive experiences. The Tesla experience (Vision Pro and mobile) is one of many in its hub.

The XR Content Hub is also known for its user-friendliness and object-oriented UX. This expands it from a developer tool to something that anyone can use, including folks in the marketing department of a given brand. This is a key democratization move to accelerate AR adoption.

For example, a tech-forward brand like Tesla is a natural fit for immersive shopping. But Petruzzelli says that next steps include expanding to other auto brands that need to stay competitive. This is especially true for luxury brands whose target customers are tech-savvy.

Another driving factor is the oversupply of EVs in the U.S. This forces dealers to unload inventory after realizing that their traditional sales models don’t align. Challenges include expenses to re-train sales staff… and selling a relatively unproven product among mainstream buyers.

That’s where AR comes in, says Petruzzelli. It can not only help dealers save money on physical inventory but also help train sales staff and make shoppers feel in charge of the experience. The latter is boosted by virtual configurators that put the customer in the driver’s seat.

Show Rather than Tell

Back to Omnia’s event, much of the above could be felt in the energy around the venue as users strapped on Vision Pros and checked out virtual Teslas from every angle. Further validation comes from thought leader Robert Scoble who had this to say in an X post…


To further capture the energy of the event – and to show rather than tell – we’ll leave you with a gallery of event photos (click to expand), along with the embedded video above. And to go even deeper, check out Omnia’s web XR experience to customize a new Tesla in your space.

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